challenge
Sauder is North America’s leading producer of ready-to-assemble furniture and one of the top five residential furniture manufacturers in the U.S. We’ve supported Sauder since 2010 across marketing automation, SEO, and paid media, focusing on finding ready-to-buy customers and maintaining brand loyalty.
In 2022, the company was feeling the effects of the pandemic, as rising supply chain costs meant having to increase product prices. They set a 10:1 ROI goal to ensure profitable sales.
solution
With the 10:1 ROI goal as our north star and an Inflation Buster promotion in-market, we reimagined our media mix, optimized for performance, and leaned into automation to maximize efficiency.
Specifically, we shifted media dollars from awareness-driving tactics aimed at inspiring demand to Performance Max shopping campaigns, a new campaign type at the time. Designed to complement keyword-based search campaigns, Performance Max is a goal-based campaign type that combines Google’s automation technologies across bidding, budget optimization, audiences, creatives, attribution, and more. With such a specific ROI target to optimize against, Performance Max was highly effective and drove the most revenue growth of any tactic year over year.
Between the shift to Performance Max and other media mix optimizations, we had the right tactics to capture the significant increase in demand during Sauder’s Inflation Buster promotion. Ultimately, we drove 3,083 additional purchases year-over-year.
outcome
We exceeded the ROI, achieving an 11.62:1 return on paid media investment.